Hispanic Web Users More Likely to Visit World Cup Content

Hispanic Web users topped the list of audience segments who visited World Cup coverage sites. According to Hitwise, three segments of the U.S. Hispanic population – many families living in urban and suburban areas – were more likely to visit World Cup-related content and sites than the overall online population.

The measurement firm found that in the four weeks ending June 16, 14 percent of all visits to World Cup content online was driven by three Hispanic demographic segments – as categorized by household segmentation system Mosaic.

Nearly 7 percent of visits came from the Latino Nuevo segment, which is described as young Hispanic families living in dense urban areas of Texas, New Mexico, Arizona, and parts of California. The group is comprised of lower-income households, half of which earn less than $25,000.

Nuevo Hispanic Families generated around 5 percent of visits to World Cup coverage online, according to Hitwise. The segment is comprised of young families, many of whom have children and are bilingual, and around 20 percent of whom do not speak English.

The Aspiring Hispania segment – a group featuring married couples, many with dual-incomes and children – accounted for around 2 percent of visits to World Cup content online.

Hitwise measured a custom group of websites dedicated to World Cup coverage, including Yahoo World Cup 2010, the official FIFA site, and Univision Futbol. The company reported that Yahoo’s World Cup site attracted the most visits for the week ending June 19, grabbing more than one-third of visits, or around 37 percent.

Top U.S. Online Video Content Properties by Videos Viewed January 2010
Mosaic USA segment % of Visits to World Cup Sites
Latino Nuevo 6.61%
Nuevo Hispanic Families 4.95%
Aspiring Hispania 2.21%
Upscale Suburbanites 1.78%
Major University Towns 0.27%
Source: Hitwise, 2010